Local marketing, particularly local Search Engine Optimisation (SEO), is going to be one of the big things that companies improve upon as we enter into the New Year. Local SEO is more important than ever as Google continues to update their algorithm and try to give users the move relevant results, which is most often local results. The only trouble is that optimizing your website for local SEO takes time and careful planning. In many cases, companies will hire and SEO agency to help with these efforts and make sure that everything is done correctly. After all, SEO can be a slippery slope if anything goes wrong.
The only trouble is that not many companies or SEO agencies really consider how local SEO differs from company to company, particularly B2B versus B2C companies. This then leads to the simple questions: What is the difference, why does it matter, and how do I make sure I’m doing it right?
How Local SEO Strategies Differ from B2B versus B2C
The first thing to understand is the idea that local SEO is just as important for B2B businesses as it is for B2C. Although B2B businesses might deal with companies outside of their local area more so than a B2C business, it’s still a great way to earn a high ranking on a Google SERP amongst a particular audience.
When it comes time to get started with local SEO, there are a few differences in terms of strategy if you’re working with a B2B company:
1. There should be more detailed content that aims to educate your audience for a long-term sale as opposed to a one-time sale.
The content you have on your website is one of the most important aspects of local SEO. Google wants to see content users find relevant (and so do you), and the content should directly affect the number of clicks you see on your site. The difference between B2B and B2C is the type of content you have on your site. B2B should be more detailed and aimed to educate because B2B audiences are usually looking for a long-term relationship or sale as opposed to something quick.
2. Link building trumps social media efforts when working with a B2B audience.
Linking building is a great way to improve the SEO of any campaign, B2B or B2C, and social media is as well. It’s important to put a focus on both of these areas, but in general B2B audiences find their information by reading more detailed articles on blogs and other websites, whereas a B2C audience is looking for a quick answer and spending time on social media. This means it’s important to focus on guest posting and getting your links out there on authoritative websites.
Of course, it’s also crucial to remember that you should not be linking building for SEO, but always writing for readers first. If a link to your website is relevant to readers then include that in your piece, but don’t force it. Google will actually penalize you if you’re stuffing links into your articles, and many editors of online publications are on the lookout for this and will not allow it.
3. General local-related keywords will work better because B2B companies are targeting those in all different points of the buying cycle.
As discussed above, B2B companies aren’t looking for a one-time sale. They are looking to appeal to someone long-term, which means they have to target those in all points of the buying cycle. This means finding more general keywords and using terminology in the industry.
A few similarities between B2B and B2C SEO
In many ways, however, B2B and B2C local strategies are similar. For example, it’s still important to incorporate keywords in all of the same places (description tags, alt tags, headings, content, etc.), analyze SEO data and monitoring KPIs, and even the architecture of your website. Keep this in mind as you get started and learn from others no matter what type of company you’re running.
Being informed of some of these differences will be incredibly important when it comes time to hiring an SEO agency to help you with your local efforts. Unfortunately, many SEO “experts” don’t pay much attention to the differences between the two types of companies, so you will want to make sure you check and double-check that you’re getting someone that understands your business.